Series Posts: Beyond

Overcoming Our Fears of the Gmail Promotions Tab

Overcoming Our Fears of the Gmail Promotions Tab

Beyond • January 24, 2018

Whether it’s facing our fears or achieving our New Year’s Resolutions, there is strength in numbers. Don’t just trust us. The data backs it up. Consider one of the most popular New Year’s Resolutions year after year: getting healthy/losing weight. Studies have shown that having a gym buddy can drastically improve your results. A survey conducted by the Department of Kinesiology at Indiana University tracked married couples who joined a health club together. Those that worked out separately had a 43% dropout rate over the course of one year. The couples who went together, even if they weren’t focused on the same exercises, had only a 6.3% dropout rate. That’s why we committed to facing our fears, while also encouraging our readers to conquer theirs. It’s the whole purpose of our theme for the blog this month. We’re all in it together, so there’s a greater chance of success. The Buddy System We reached out to some of our favorite marketers using Benchmark to ask them about their fears with email marketing. In exchange for being a bit vulnerable and admitting to some of their fears, we told them we’d give them some advice on how to overcome them. Since the chances are less than slim that they’re the only ones facing that fear, we’ll help many of our readers along the way. See? The buddy system! Facing Fears Luis Gil has used Benchmark for nearly three years to promote his life coaching business Inspira y Avanza. Despite seeing open rates and click-through rates that meet or exceed industry standards, there are still fears to which Luis holds on. We reached out to several of our favorite marketers using Benchmark. Luis was one of the brave ones willing to open up about his fear: Benchmark: Did you have any fears when you began email marketing about getting started or that potentially delayed you getting started? Luis Gil: My main fear was that the emails didn’t arrive in the main folder of the contact. Many of them went to “promotions” or “trash.” Should You Fear the Promotions tab? The simple answer is no … and yes. Ok. Maybe it isn’t so simple. Let’s break it down. When Gmail first introduced the Promotions tab, Return Path determined the tabs users enabled. At the time, 77% were using the Social tab, 46% took advantage of the Promotions tab and 46% had the Updates tab. That means that for more than half of your subscribers who are using Gmail, it’s a nonissue. However, we never want the list of people who want to receive emails from us halved. So, let’s look at the pros and the cons of the Promotions Tab. Putting the Pro in the Promotion Tab When you boil it down, all the Promotions tab does is help your subscribers organize their inbox. In fact, according to a ReturnPath study of three million Gmail users, the Promotions tab increased deliverability, open rates and even reduced spam complaints. Not only that, but the Promotions tab trained subscribers on how to shop in the inbox. To explain that concept, let’s think outside of the inbox for a second. Even if you’re a Millenial, you probably remember receiving catalogs in the mail. You may browse through a catalog, just to look at the pictures. However, when you’re ready to shop those catalogs are the first place you’d look. The Promotions tab is the new stack of catalogs. Today’s inbox is crowded. It’s easy to get lost in all the noise. In the Primary tab, you’re also competing with emails from friends and family or even work. However, when your subscribers click over to the Promotions tab, they’re there looking for something. Readers with a purpose are more likely to engage with your email campaigns. Let’s also not forget that as many as 75% of your subscribers are opening your emails on mobile. The Gmail app doesn’t even have tabs to begin with. So What are the Cons of the Promotions Tab? It’s mostly optics that make the Promotions tab feel like a con. The data proves it to be the opposite. So what’s the real con of the Promotions tab? It puts the burden on email marketers to create great content. It holds us all accountable to do our jobs better. Subscribers will seek out great content, no matter the tab. If that sounds intimidating to you, perhaps you’re missing the point of email marketing. The reason email marketing boasts such a high ROI is that it provides so many opportunities to do customer-centric marketing. You’re delivering value directly to your subscribers where they want to receive it. Your sales will increase thanks to email marketing, but only if you’re finding a way to foster quality, ongoing customer engagement. That is done by services your subscribers’ needs and not your own. Your positive outcomes will be a natural byproduct of good, customer-centric marketing. Still not sold? ReturnPath also discovered that campaigns to get your subscribers to move your emails into their primary tab proved largely fruitless. They studied those “move me” campaigns and found that only 61 of the 65,507 emails sent landed in the Primary tab. That’s less than 0.1%. Asking your subscribers to whitelist your emails or to move them to their Primary tab simply does not work. For more information on ensuring your emails are hitting the inbox, regardless of which tab, and not the spam folder check out our latest guide The Deliverability Formula: 5 Steps to Reach the Inbox.


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Top 4 Reasons Email Marketing Fails

Top 4 Reasons Email Marketing Fails

Beyond • January 19, 2018

I’m sure you’ve seen the same statistics as I have – only 4% of consumers who click through to a website are going to make a purchase. That number might seem low, but it’s twice as high as the rate for search engines and social media. Those two platforms are placed on a pedestal and worshipped by the same people who slam email marketing. Do you want the simple truth? If your email marketing efforts are falling flat, then the problem is your overall campaign. It’s not that email marketing itself is a failing trend. This blog is going to review some of the factors that will cause email marketing campaigns to fail. Prospects are already jaded about emails because they receive a bunch of useless spam, so you’re already at a disadvantage. The reason so many email marketing campaigns fail is because they do not go into it with the mindset that their audience is jaded. If your emails are not being opened, then don’t panic just yet. You are probably making one of the mistakes that plague so many entrepreneurs. Here are the top reasons why email marketing fails. Inefficient Subject Lines On average, an office worker will receive upwards of 121 emails every day. There is absolutely no way they can open and read all of these emails. But they will see all of the subject lines. The likelihood of someone opening an email with a poor or cliché subject line is quite slim. Writing headlines is a form of art. It’s not something that you should take for granted. The subject line of your email is going to directly affect its open rate. So, it needs to hype the reader, so they open the email. Just be careful that you don’t accidentally create click bait! For those who don’t know, clickbait are headlines that are overhyped to bait people into clicking. Then the content does not deliver on the promise. People have learned to easily spot this style. Digital Marketing proved it in a recent study that it’s possible to improve your open rates 3x just by tweaking your subject lines. There’s absolutely no reason you can’t do the same thing. Digital Marketing used subject lines to hype readers into opening their emails. Then those emails were designed to earn trust by helping the recipient solve a problem. Once they earn a customer’s trust, they can start sprinkling in sales pitches. Not Segmenting Email Lists Email subscribers are not members of a cult, so why would you send them all the same messages? Only cult members think and act the same so unless you’re leading a cult, you should be sending your subscriber\'s different messages based on how they act. According to  the  2015  National  Client  Email  Report from the DMA, 77% of email marketing ROI came from segmented, targeted and triggered campaigns. Additionally, of the marketers who do use segmentation, 43% use up to six segments on average. Sending Emails that Offer Little Value A lot of entrepreneurs go into email marketing with the mindset that users will subscribe to their list, open their emails, and then click a link to buy something. While this is a realistic end game for email marketing, you should base your campaign around the idea of creating trust by offering value to your subscribers. Email campaigns are complex and consist of dozens of different elements like subject lines, text, call to action, products, scheduling, and target market. No wonder so many entrepreneurs are overwhelmed by email marketing! The result is that these entrepreneurs end up sending the same routine type of email, at predictable times. Travelzoo has proven that creating valuable content is done through simplicity. First of all, let me give you the highlights of Travelzoo. Their website highlights all of the best travel and entertainment and travel deals. Travelzoo goes a bit against the grain by sending the same email template with the same subject line at the same time every week. The subject line is simply, “This Week’s Top 20.” It’s a text only, very simplistic email that is easy to scan. Why does this email convert at such a high rate? The answer is quite simple. It offers value to the subscriber. It’s easy to scan. And it’s consistent. Subscribers are going to trust these emails because they provide true value. Emails That Offer Too Much Information This goes hand-in-hand with the previous section, so I will keep it short. While you are supposed to create value with your emails, make sure that you do not include too much information. Subscribers do not want to be overwhelmed with information in their inbox. Ask a question and answer it as quickly as possible. Or use a setup like Travelzoo to create simplistic, valuable and consistent content. Kickstarter is an amazing example of keeping it short. Kickstarter has a lot of new projects posted every week, but they only include the top three in their weekly newsletter. They keep it simple and as a result, their emails convert well. Transform a Failing Email Campaign into a Successful One We’ve gone through the failures that cause so many email campaigns to fall flat on their face. They don’t seem that bad after facing them head-on, do they? In most cases, entrepreneurs that make it far enough to market their business through email already understand the basics. They just need a few minor tweaks to their overall email marketing campaign. Step 1: Create Better Headlines Your email’s personality matters. The truth is that there’s no universal formula for creating amazing headlines. It’s dependant on the email. You are probably going to have to experiment and test new subject lines until you find the right fit. Step 2: Simpler, More Efficient Emails Shorter is almost always better. Punchy sentences backed by compelling points of interest are always going to win over long, drawn-out paragraphs. If subscribers want to read content, then they can visit your website. Step 3: Avoid the Dreaded Unsubscribe What is it that makes people click on that dreaded unsubscribe button? While there are a lot of reasons behind unsubscribes, the number one reason is frequency. Receiving too many emails is annoying while receiving too few emails will cause subscribers to forget you. The key to avoiding unsubscribes is to find the optimal frequency of emails. This will require testing and consistency. It’s also important to send emails that are relevant and of value to your subscribers. Final Thoughts You now have a place to get started with improving your email campaigns. We have tried to cover the most important areas, but we understand that there are more ways that an email campaign can go wrong. Are you having trouble getting your emails to convert? Have you experienced some of the mistakes that we discussed and found a more efficient way to correct them? If so, then the comments section awaits!


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7 Tips for Running Automated Marketing Campaigns While You’re Out of the Office on Vacation

7 Tips for Running Automated Marketing Campaigns While You’re Out of the Office on Vacation

Beyond • January 16, 2018

Sometimes it’s more stressful to go on vacation than stay in the office. With marketing automation, you can change how you feel about this scenario. If you’re planning on heading out for maternity leave, a long-awaited trip, or personal days, remember the following eight tips so your campaign will practically run itself. That way, you can focus on fun in the sun, family, and personal time instead of work. 1. Choose the Right Strategy What you market, how you market it, and when you send your automated email campaigns will dictate how the campaigns perform. Establish your customer journey in each of your emails as well as throughout your automated campaign. Talk through your strategy and messaging with your team to resolve any questions or hiccups that might hinder conversions. Also consider A/B testing options your team can implement on the fly if a campaign isn’t working as well as you’d hoped. Marketing can be somewhat of a guessing game, but creating the right strategy based on solid data and your business’s specific needs before you leave the office can help set you up for success 2. Test Your Campaign Actors don’t go on stage and wing an audition or performance. Likewise, marketers shouldn’t blast their automated campaigns without taking them for a test drive. Before you go on vacation or head out of the office, test your campaigns. Ensure they work across different browsers, devices, and accessibilities and that your internet connection can handle the traffic. It’s always easier and less stressful to give yourself time to tweak glitches and optimize for results instead of doing damage control when you’re trying to enjoy a cocktail on the beach. 3. Go Simple with Your Tactics Automated campaigns run the gamut—from interactive bells and whistles to cut-and-dried text and image. While you may be tempted to incorporate tactics such as segmenting dynamic content to bump up click-through rates, go simple with your approach. Come up with a strong and sensible marketing message that appeals to your entire audience and launch with that. When you get back from your trip, you can work on incorporating more complex campaigns since you’ll have more time and attention to devote to them. 4. Prepare Your Team for Your Absence Drip campaigns are a type of automated marketing campaign that needs follow-up engagement. And if you’re doing your automated marketing correctly, most of your campaigns will need nurturing as they run. While you can schedule your emails to go out at a certain time, you’ll need to have your team ready to respond to leads, comments on social, and other kinds of customer interaction. Have a meeting before you leave to tell your team how to respond to queries and give them a time frame for when and how they should manage these messages. 5. Use Marketing Tools The right tool for the job will help you enjoy a worry-free vacation as well. Enter Automation Pro. With the right automation, you can run entire marketing campaigns while you’re soaking in rays at the beach. Each new subscriber can get the same Welcome Email you’d send when you’re in the office and you can even automatically follow-up when you run a promotion based on each individual subscriber’s interactions with your email campaigns or website. You’re even set up for success with several strategy templates that puts everything in place for you. All you have to do is plug in your email campaigns and lists. 6. Set Expectations Your team should be able to take the reins on your automated campaign while you’re away. To help them own this responsibility, set benchmarks and expectations. Write down daily target goals they can aim for and optimize if the campaign isn’t performing as you expect. It’s always smart to hand off a detailed checklist and foolproof directions for your stand-in manager to abide by while you’re out. 7. Check In Depending on your work/play boundaries, you might want to check in on your campaign occasionally, and the tools listed above can make that task easier. If anything seems off, you can fix it on the fly or pause the campaign and address the issue when you get back to work. Or, if everything is running perfectly, you can truly relax. Automated campaigns take a lot of the work out of your marketing duties. When you use the previous eight tips, you’ll be able to set up, deploy, and profit from your automated campaigns easily—especially when you’re out of the office.


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Benchmark Email Now Integrates With 1,000+ Other Products

Benchmark Email Now Integrates With 1,000+ Other Products

Beyond • January 10, 2018

Do you remember Captain Planet? The famous line was “by your powers combined!” In case you’re too young to remember, have blocked it out or simply never watched, here’s a refresher: Each person’s powers individually had their strengths, but when combined was when the true heroism began. It was true for that cartoon, but it’s even truer in our actual day to day lives. Integrations Make us Great We know that getting your work done requires many different web tools. In fact, the average business uses between 10 and 16 apps. You have your email app, CRM, note-taking tool, cloud storage tool, team communication app, along with project management tools and various to-do lists. Sometimes, it can be a struggle to get them all working in tandem. Now that Benchmark Email has 1,000 integrations, you can choose your favorite tools and easily integrate them with Benchmark Email. Benchmark Email now connects to 1,000 other web tools, thanks to our Zapier integration. With the workflow automation tool Zapier, you can set up your own codeless integrations called “Zaps.” These connections will automatically send information from one tool to another, so you’ll spend less time manually transferring data between your business tools and can dedicate more time to focus on creative or big picture tasks. Integrate Your eCommerce Store If you are using an eCommerce platform to sell through your website, you should have it connect to your email marketing account. It’s one of the most effective ways to turn a one time purchaser into a repeat customer or even a brand evangelist. When a customer makes a purchase, you can immediately follow up with a Thank You email. That Thank You email can and should actually be the first of several emails that are triggered by the purchase. Future follow-up emails can offer related products or services that you may sell or even customer testimonials that will confirm they’ve made a great purchase or help them further understand how to put your goods or services to use. You can even send an email when it may be time for that customer to re-up on your product or service. That helpful reminder will keep them coming back. If they still haven’t made another purchase after that gentle nudge, you can try a little harder with a discount or another incentive to gain their repeat business. This can all be easily set up and once and happen automatically, even months after the initial purchase, thanks to marketing automation. Integrate Your Form Builders You may be using lead capturing tools throughout your website and social media. Those are valuable contacts that need to be followed up with. Integrating those forms with your email account just makes good sense. Using automation, you can begin with a Welcome Email. This sets the tone with a warm welcome and lets your leads know what to expect. From there, you can send Promotion Emails to turn those leads into customers. With a well-designed automated sequence of emails, you can send follow-ups based on if the leads opened the email, clicked on links or even visited specific pages on your website. Integrate Your CRM You’re using CRM to track all of the details, interactions and everything else that goes into your business relationship with your customers and leads. It would be silly not to put all that information to use with email marketing. Targeted, relevant content is always most effective with email marketing. Use your CRM data to create segmented lists that enable you to send email campaigns to your customers that they want to receive, because it delivers values and answers their needs. Boost Your Productivity with Popular Benchmark Email Integrations No matter what other apps you use, chances are Benchmark Email integrates with them via Zapier. Here are some of the most popular integrations that Benchmark Email users already use to be more productive. The New Year is the perfect time to evaluate your processes and find ways to boost productivity. Try out some of the Zaps above or view more ways to integrate Benchmark Email.


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New Year’s Resolution: Conquering Our Fears

New Year’s Resolution: Conquering Our Fears

Beyond • January 3, 2018

“You gain strength, courage and confidence by every experience in which you really stop to look fear in the face. You must do the thing which you think you cannot do.” - Eleanor Roosevelt Most of us will choose fight or flight in the face of fear at some point in our lives. Some of us face fears on a daily basis. As we ring in the new year, we want to make a resolution for ourselves and all of you. We’ll do it together! All of January, we are going to carry the theme of \"Conquering Our Fears\" as our New Year\'s Resolution. We\'re creating posts to help you, our readers, to overcome the various fears you may face when doing email marketing and marketing automation. All of us here at Benchmark are committing to conquering our fears as well. That way we\'re in it together. Plus, you can win something along the way! The Contest Editor\'s note: This contest has ended. Thanks to everyone who participated and congratulations to the winner. We will be running a contest for the entire month of January. For every retweet milestone (20, 50, 100, etc.) this post gets, many of us at Benchmark will commit to facing our fears. What does that mean? For example, I\'m committing to conquering my fear of heights by going down the glass Skyslide nearly 1,000 ft over downtown LA. All it will take is 20 Retweets. I\'m setting the barrier low for myself. It\'s my idea, and I\'ll be the first to do it. Plus, every person that retweets this post will be entered to win a $50 Amazon gift card. Our New Year\'s Resolution is to Conquer Our Fears and help you do the same. It starts with this infographic on fear. RT this tweet to be entered to win a $50 Amazon gift card. For every RT milestone we hit, a Benchmark employee will face his or her fear: https://t.co/9Fly1OAL9C — Benchmark (@BenchmarkEmail) January 3, 2018 Here Are the Other Fears We’re Committed to Overcoming I asked everyone across the globe here at Benchmark what fear they’d be willing to overcome and how many retweets it would take for them to face it. It\'s our Fear Factor, except it doesn\'t end with Joe Rogan giving us money. You\'ll see by the retweet threshold they set how brave everyone is. Retweet away. We’ll put together a video at the end as proof of us holding up our end of the bargain. 20 RTs: Andy Shore, Content & Social Networking Manager, will face his fear of heights by sliding down the glass Skyslide 1,000 feet over downtown Los Angeles. 50 RTs: Alvaro Rosado, Marketing Design, will eat chapulines, which are grasshoppers found in Mexico. 75 RTs: Ronald Liang, Front End Developer, will go on a rollercoaster. 100 RTs: Robert Schweickert, Business Development Executive, will jump out of an airplane. 250 RTs: Matt Alonso, Country Manager for Brazil & Portugal, will hold a frog. 500 RTs: Daniel Miller, Marketing Director, will face his fear of needles by getting acupuncture. 1,000 RTs: Freddy Uribio, Latin America Regional Manager, will also eat bugs. 10,000 RTs: Irene Martinez, Training Manager, will go swimming in the ocean. 850,000 RTs: Debbie Running, Accounting/Human Resources, will eat escargot. 1,000,000 RTs: Jose Hernandez, VP of Sales & Marketing, will touch a snake. Look (Stats About) Fear in the Face I came across a ton of interesting information while I was writing this introductory post for January’s theme and contest. Since this post will hopefully be shared quite a bit (in the name of overcoming fears, I figured including an infographic of all the fun stats I found would be helpful. Keep that last stat in mind as you learn from our New Year\'s Resolution this month. If you can overcome your fears about email marketing and marketing automation, you\'re already ahead of everyone else who couldn\'t. Get started today! More on Conquering Our Fears Overcoming Our Fears: Getting Started with Email Marketing Fear Of Marketing Automation (#FOMA): Lack of Marketing Automation Strategy Fear Of Marketing Automation (#FOMA): Lack of Human Resources Fear Of Marketing Automation (#FOMA): Lack of Expertise or Know-How Fear Of Marketing Automation (#FOMA): Insufficient Customer Data Overcoming Our Fears of the Gmail Promotions Tab


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Dê uma Espiada na Nova Interface da Benchmark

Dê uma Espiada na Nova Interface da Benchmark

Beyond • January 2, 2018

Simplesmente Poderosa. O que isso significa? Significa ter as ferramentas que você precisa para atingir suas metas. Também quer dizer que essas ferramentas são intuitivas e tem uma curva de aprendizagem baixa, de modo que qualquer pessoa possa utilizá-la com facilidade. Estamos prestes a dar um enorme passo para a frente no segundo quesito.   Soluções Simplesmente Poderosas Identificar as áreas para melhorias foi apenas a primeira parte. O nosso maior trabalho foi criar soluções que fossem user-friendly e focadas na simplicidade. Estamos muito confiantes que você gostará muito do que fizemos. Navegação Clara e Concisa A primeira coisa que você irá notar é que a nova interface da Benchmark Email possui uma navegação clara e concisa. Todos os seus recursos favoritos agora são mais fáceis de ser encontrados. Não importa o local de nosso sistema em que esteja, você terá um entendimento melhor de onde está e de onde veio. Além disso, para uma melhor experiência de navegação, também tomamos cuidado para garantir que os nomes dos campos nas opções de sua conta são mais claras. Melhorias Contínuas de Velocidade Não precisamos entrar nos pormenores de como o fizemos. O que você precisa saber é que agora você terá uma experiência mais rápida ao criar seus emails e automações com a Benchmark. Isso significa que você terá que esperar menos ao mudar de um recurso para outro. Seus relatórios carregarão mais rapidamente e você ficará livre para executar suas outras tarefas importantes o quanto antes. Outras Mudanças Importantes Além dessas principais atualizações, fizemos algumas outras melhorias em nossa nova interface. Relatórios de Email Melhorados Nosso time melhorou a forma como as informações são mostradas em seus relatórios. Com uma rápida olhada em seus dados você conseguirá interpretá-los imediatamente sem perder tempo tendo que determinar o sucesso de suas campanhas. Uma Experiência Entre Dispositivos Mais Coerente A nova interface é responsiva. Isso quer dizer que você pode ver os seus relatórios de email facilmente no seu telefone ou tablet. Você também conseguirá adicionar novos contatos a partir de qualquer dispositivo. Mais do que nunca, negócios são feitos em qualquer lugar, independente de você se encontrar em seu escritório, em casa sentado no sofá ou em um restaurante. Agora, você poderá crescer sua lista de email, acompanhar os resultados de sua campanha e muito mais, em qualquer lugar. O que Esperar de Tudo Isso? Há muitos motivos para se animar. Uma experiência ainda melhor com a Benchmark está prestes a chegar. Uma ferramenta mais rápida, com navegação otimizada e relatórios incríveis que podem ser facilmente analisados no seu telefone ou qualquer outro lugar está quase aqui. Nenhuma de suas automações ativas, campanhas de email agendadas, rascunhos ou qualquer outro dado de sua conta será afetado por essa mudança. Tudo estará funcionando do jeito que você planejou. Mudanr é algo que causa medo em muitos de nós. Entendemos isso. Queremos que essa atualização seja uma experiência consistente e fluida e fizemos tudo o que pudemos para garantir isso. Caso já esteja usando a Benchmark Email, você verá a nova interface assim que logar em sua conta quando ela for lançada. Não se preocupe: não estamos jogando você no meio do oceano sem um bote salva-vidas. Você será recepcionado com um tour para mostrar os principais aspectos da nova interface. Caso mudanças sejam realmente difíceis para você, os slides também irão mostrar a você como voltar para a interface antiga. Além disso, uma vez que você esteja de volta a antiga interface, te daremos instruções sobre como se juntar a nós para usar novamente nossa nova atualização uma vez que você sentir-se pronto.  


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10 of the Worst Email Writing Mistakes You Need to Avoid in Your Campaigns

10 of the Worst Email Writing Mistakes You Need to Avoid in Your Campaigns

Beyond • December 25, 2017

Writing the best emails possible is vital to the success of your business. Any error in communication and you can soon find customer, clients, colleagues, managers and partners will be right on your back, chasing up the mistakes you have caused. To avoid these errors completely, here are ten of the worst mistakes you must avoid. 1. Not Formatting Fonts If you’ve copy and pasted a bit of text into your email, always format it, so your email is consistent. This is as simple as highlighting the text and changing the font so just make sure that you do. 2. Misspelling Your Company Name Another way to ensure your readers don’t take you seriously is by writing your company name wrong. It should be written everywhere you look in your office, so there’s no excuse. 3. Not Checking Your Grammar Grammar is such an important part of writing an email, so it’s essential that you get it right. Using the right grammar will help to improve your email’s readability and structure. To ensure your grammar skills are in line with the most up to date guidelines, check out websites such as Resumention or Easywordcount which host blogs and reference sheets with everything you need to know. 4. Not Editing Your Emails As with any kind of written work, the chances are that you won’t get it right the first time. This is why it’s so important that you edit your emails before sending them. You may want to do this once, twice or even three times. If you’re not sure on the best way to edit, online tools, such as Big Assignments, are home to expert writers who can teach you the best methods for fast editing. 5. Not Formatting Your Email Like an Email If your emails are just big blocks of text and aren’t formatted for easy reading like an email should be, you’re only increasing the risk of miscommunication, and your readers will doubt you and your business’s credibility. Instead, using tools like Email Excellence which teach you everything you need to know to create the perfect emails for your industry or job type. 6. Spacing Out Information Imagine you’re asking your recipient when the best time to hold a meeting is. Instead of listing off your preferred times in a block of text, space your work out using bullets points or inline lists. This makes your emails so much easier to read, rather than your reader misreading what you’ve said. 7. Not Being Precise It’s easy to get carried away with what you’re writing, and your emails can easily end up being hundreds of words long. Instead, use tools like Oxessays to ensure your emails are only a few hundred words, enabling you to stick to the point. 8. Avoiding Online Tools Thanks to modern day technology, there are now thousands of tools that have been designed to make your life easier, fastest and more efficient. By avoiding these tools, you’re simply missing out. Benchmark Email is ideal for creating perfectly formatting emails for your readers. 9. Proofreading Your Work If your emails are full of mistakes, typos and errors, it’s going to make you seem incredibly unprofessional as well as increasing the risk of miscommunication. To ensure your emails are always perfect before sending, use tools like Elite Assignment Help and Essayroo to upload your work to have it read over by a professional writer. 10. Risking Poor Quality No matter who you’re sending your emails to, if you’re sending poor quality emails, it’s going to reflect badly on you. Instead, Use writing tools, such as Write my paper, to create and write your emails on your behalf, minimising the risk of any negative side effects or feedback. Despite the modern-age of instant messaging that we live in, email communication has never been more important. By avoiding the mistakes listed above, you can maximise your opportunities while remaining professional and ahead of your competition.


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How to Make Millennials Fall in Love with Your Emails

How to Make Millennials Fall in Love with Your Emails

Beyond • December 20, 2017

“Millennial” – It’s the buzzword for marketers. As per Google Trends, the word ‘Millennial’ has picked up traction since January 2016. There is a high chance that even you click-baited when you read the headline and wanted to know more. But Why Millennials? Marketing, in general, is dependent on how well you have defined your customer persona, which is built after a close analysis of the demographics your customers belong to. Millennials pose a challenge in this case as they are a combination of different types of demographics. Right from working individuals to businessmen and startup partners to those freshly out of college ready to experience the world first hand, all are Millennials. In fact, 25% of the U.S population is Millennials. As per a research, millennials make up 21% of consumer purchases, which is estimated over a trillion dollars of buying power. So it’s very important for brands to expand their reach to cover millennials and which marketing channel has the highest reach other than emails?! But commit the mistake of considering them just a part of your emailing list, and you shall lose the count of unsubscribes you may get. With that in mind, here are some useful tips on how to make millennials fall in love with your emails. Being Responsive As per a study, 63% millennials shop on their smartphones every day. So it is very important for your emails to be responsive. Nothing spells disaster like a broken email layout where your subscriber needs to scroll across their screens to read the entire email. ( Image is for representation purposes only ) Less Read and More Visual In the world of 140 chars and Snapchat videos, people now want information short and crisp. People rather skip the text and focus on the image. So make sure your emails are not paragraphs of text. Provide information in short bursts. Get creative with text formatting to draw attention to certain keywords. Use images and animated GIFs to convey the message of your email. Moreover, be creative in crafting your subject lines and preview text, so that your subscribers get your message even before opening your email. Use of emojis in the subject line is also a popular trend. Dazzle Them with the Unexpected Anything out of the blue is always eye-catching. Ditch the standard design that your subscribers are accustomed to and surprise them with some interactivity or an embedded video. Penguin Random House designed a scrollable email where the bus is a static element and the background changes. Email on Acid created a bicycle lock in their email. Taco Bell’s email is molded as a conversation between two buddies. Even if you don’t include any interactive elements, you can still experiment with the email layout to create interesting emails. J crew’s summer announcement email was a tall scoop of ice cream where the CTA button was visible in the footer when you scroll till the end. Humor Builds Bridges Though it contradicts to our earlier statement, a good and humorous email copy can be a really good end user experience. Humor is an emotion that registers quickly and helps you create a foundation for lasting relation. In fact, 80% of millennials want the brands to entertain them. Brands such as Really Good Emails and phrasee have emails with witty subject lines and a competing email copy. (The subject line of this email is “Do you even uplift, bro?) Loyalty Can’t Be Bought Millennials don’t want to be associated with a brand for the name only. Millennials value brands that in a way improve their lives. According to Hubspot, 84% of consumers research online, and 70% read online reviews before buying online. Learn what your subscriber wants and make sure your emails provide the same. Stay away from using false and luring subject lines or misguiding offers & promotions. Offer loyalty rewards to your customers who have been associated with your brands. Personalize Beyond the First Name Imagine your email campaign to be a party and your subscribers as the party attendees. Each email is like a conversation you have with them. No one would want to talk to someone who doesn’t even know their name. But in this era of hyper-personalization, just referring your customers by the first name doesn’t cut it anymore. People want customized and tailored information in exchange for their personal details. So segment your list. Suggest recommendations based on their purchase history. Learn their preferences and treat your subscribers like people instead of faceless names on an emailing list. Ask for Feedback Millennials like to be vocal. As per a research, 70% millennials feel a responsibility to share feedback with companies after a good or bad experience. So integrate a feedback form in your email or redirect them to a landing page where the subscribers can give feedback. This is a win-win, as based on the feedbacks received, brands can make necessary changes to their marketing strategies. Wrapping Up Millennials are stereotyped to be picky and never tend to stick to anything for a long stretch of time, but on the contrary, once you succeed in building (and retaining) their loyalty, the buying power of millennials is an easy resource to tap into. And the stepping stone to a good relationship is to provide a good customer experience and based on the above suggestions, your emails can be fruitful to cater that.


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Here’s Your Sneak Peek at a New Benchmark Interface

Here’s Your Sneak Peek at a New Benchmark Interface

Beyond • December 18, 2017

Powerfully simple. Simply powerful. What does that mean? It means having the tools you need to accomplish your goals. It also means those tools are intuitive and have a low learning curve so that anyone can use them with ease. We’re about to take a major step forward to address the latter. Powerfully Simple and Simply Powerful Solutions Identifying the areas for improvement was only the first part. Creating solutions that were lean-focused and user-friendly is where the real work came in. We’re confident you’ll be pleased with what we’ve done. Clear and Concise Navigation The first thing you’ll notice in Benchmark Email’s new user interface is a clear and concise navigation. All of your favorite features are now easier to find. At any point, while using our tools, you will have a better understanding of where you’re at and from where you have come. In addition to a better navigation experience, we’ve also made sure the labels on your user account options are more clear as well. Continued Speed Enhancements We don’t need to get into how. What you need to know is that you’re in for a faster experience while creating email campaigns and automations with Benchmark. That means less load time when moving from one feature to another, reports load faster, and you’re free to move on to other important tasks that much quicker. Other Important Changes to Note In addition to these main updates, we’ve made a few other enhancements to the new interface. Improved Email Reports Our team has improved the way your information is displayed in your reports. You will be able to glance at your data and immediately interpret it without wasting any time having to determine the success of your efforts. A More Seamless Experience Across Devices and Screen Sizes The new user interface is responsive. That means you can check your email reports easily from your phone or tablet. It also means you can add contacts from any device on the fly. More business is conducted on-the-go than ever before. Now that means growing your email list, tracking the success of your emails and more. Here’s What to Expect There is a lot to be excited about. A better Benchmark experience is right around the corner. A faster tool with improved navigation and incredible reports that can be easily analyzed from your phone or anywhere else are almost here. None of your active automations, scheduled email campaigns, drafts or any data will be affected by this change. Everything will still be working as you intended it. Change is something many of us fear. We understand that. We want this update to be a seamless experience and have done everything we can to ensure that. If you’re already using Benchmark Email, you’ll see the new interface when you log in once it goes live. Don’t fret; we’re not just dropping you in the deep end. You’ll be greeted with a tour to show you the ropes of the new interface. If change doesn’t come easily to you, the slides will also show you how to go back to the old interface. Once you’ve gone back to the old interface, we’ll also provide instructions on how you can rejoin the rest of us using the new interface for when you’re ready.


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Customer List Management vs Customer Relationship Management

Customer List Management vs Customer Relationship Management

Beyond • December 11, 2017

Do you know the difference between Customer List Management and Customer Relationship Management? Did you even know there was a difference? For a long time, it’s been our job to show you the practical strategies to grow your email list, the best ways to maintain them and the benefits of doing both. Great marketing is customer-centric. The ability to do that comes from having the right tools for the job. Customer List Management plays a role but doesn’t include what happens outside of the inbox. That’s where CRM becomes so important. Benchmark CRM’s Project Manager, Paul Rijnders, spelled out the difference between Customer List Management and Customer Relationship Management on the Benchmark CRM blog. We’ll be introducing some of the posts from the CRM blog in this space that we think may help our email marketing audience as well. Check them out!


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